ASUS Raises ROG Xbox Ally X Price by AU$200 in Australia

ASUS has quietly increased the price of the ROG Xbox Ally X in Australia, adding AU$200 to the handheld’s launch price. The move comes as memory and storage costs continue to rise globally, driven in part by AI data center demand.

According to True Achievements, the ROG Xbox Ally X originally launched at AU$1,599 (around $1,130). It is now listed at AU$1,799 (roughly $1,272) on ASUS’ official website and multiple retailers across Australia.

Price increase confirmed on official listings

The updated pricing appears directly on ASUS’ Australian store page and partner retailers. The standard ROG Xbox Ally model has not seen a price adjustment so far, suggesting the increase currently targets only the higher-end Ally X configuration.

A similar price bump was previously reported in Japan, hinting that the adjustment may not remain limited to one region.

ASUS cites supply chain volatility and memory costs

An internal ASUS document from late 2025 referenced “strategic price adjustments” starting January 5, 2026. While the document did not name specific products, it highlighted global supply chain volatility as the primary driver.

Rising costs of DRAM, NAND flash, and SSD components were specifically mentioned. These parts play a critical role in handheld gaming PCs, especially premium models like the Ally X that ship with high-capacity memory and fast storage.

Industry-wide component shortages tie closely to large-scale AI data center expansion. Major cloud providers continue to secure significant DRAM and NAND supply for AI infrastructure, tightening availability for consumer electronics.

Broader AI demand pressures consumer tech pricing

The surge in AI server deployments has placed sustained pressure on memory and storage production. As manufacturers prioritize enterprise contracts, consumer hardware makers face higher procurement costs.

This environment affects more than handheld gaming devices. Laptops, graphics cards, and even SSD upgrades have seen pricing fluctuations tied to DRAM and NAND market swings.

It remains unclear whether ASUS will extend ROG Xbox Ally X price increases to other regions. Buyers in markets outside Australia may want to monitor official listings closely.

Sony unlikely to raise console prices, may shift to services

While ASUS adjusts hardware pricing, Sony appears less likely to increase the price of the PlayStation 5 itself. Instead, analysts suggest the company could focus on boosting revenue through subscription and digital services.

As for next-generation hardware, reports indicate that a potential PlayStation 6 may not arrive until 2028 or 2029, leaving the current console cycle in place for several more years.

For now, Australian gamers considering the ROG Xbox Ally X face a higher entry price, with further increases possible if supply constraints continue.